Shoes of Prey launches innovative retail space in David Jones via The General Store in Sydney

A new store concept opens for business today created by Sydney start-up The General Store. The project is a collaboration between celebrated online women’s shoe retailer, Shoes of Prey who sell customisable women’s shoes, and iconic bricks-and-mortar player, David Jones.

The space is dominated by a stunning two-metre high exotic flower sculpture made from the wildest Shoes of Prey designs.

Shoes of Prey co-founder, Jodie Fox, is in love with the new store.

Says Fox: “At Shoes of Prey women can design or customise their own shoes.  Our amazing shoe sculpture captures this creative spirit and the euphoric feeling a women gets when she creates her own perfect shoe.”

The concept is the brainchild of The General Store’s creative partner, Andrew Fraser.

Says Fraser: “We pulled together a unique and eclectic team for the project, including a theatre set designer, an interior designer, an architect, and a musician. It was fun and inspiring to work with such a diverse collection of creative talent, and the result is pretty amazing.”

The General Store opened its doors in 2012, specialising in retail strategy and innovation. Fox was attracted to The General Store by the team’s sense of ambition.

Says Fox: “Their vision is for retailers around the world to be turning to Australia for innovative, business changing ideas, which makes The General Store the perfect partner for us.

“This store is already attracting interest from around the world and we are absolutely delighted with the result. In fact, we are now considering rolling out the concept in Japan and the US”.

The store is in the women’s shoes section on Level 4 of David Jones’ Sydney City store.

The General Store

Brendan Flook, Aspen Enterprises